Newbury Park resident Greg Pineda, who battled pancreatic cancer during the past several months, died on Sat., Jan. 3.

Pineda, 54, was a businessman, guitarist and songwriter whose generosity touched hearts in the Conejo Valley and beyond.

Musicians from well-known rock bands gathered at The Canyon club in Agoura Hills in November to host a benefit concert to help the Pineda family pay for medical expenses associated with Greg's illness.

"The story of Greg's life is generosity and going the extra mile for other people—to help them out and give them the opportunity to have a good start with no strings attached," said longtime friend Audrey Philpot.

In an October interview with the Acorn, Pineda said he was most proud of his first band, The Aluminum Marshmallow, started in 1968.

The local resident founded All Media Services, a family-operated business based in Westlake Village for more than 20 years.

All Media Services will continue operations under the guidance of Greg's wife, Diane, and two of his sons.

In the fall of 2007 Pineda created the entertainment site GotWebTV.com to showcase local talent and businesses on streaming webcasts.

Pineda leaves behind his wife, Diane, and three sons, Brandan, 21, Ryan, 26, and Jaidin, 33.

Services will be private.

—Sylvie Belmond